Some B2B marketers are banking on their own employees to create content for their brands

We’re all familiar with user-generated content all over social media by now — but what about employee-generated content?

Five B2B brands told Digiday that they are turning to their own employees to create and publish content as the new company “influencers,” to extend their reach and engagement beyond their brand social pages. Some of these brands said their employee content performs better than brand content as social media algorithms continue to prioritize individual pages over brands.

“Employees have always been an extension of a brand’s identity,” said Michelle Mastrobattista, founder and creative marketing strategist at marketing agency Brand Paradise. “This expectation has shifted to social media, where employees are encouraged to share their professional journeys, behind-the-scenes moments and personal insights.”

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